A handful of apparel retailers, including Levi’s and Aritzia, are introducing more full-priced products—testing how much wealthier shoppers are willing to pay, despite the impact of tariffs.

So far, they haven’t been disappointed.

Levi Strauss, for example, raised prices on some products in July but saw no slowdown in demand, according to chief financial officer Harmit Singh, who spoke at the Goldman Sachs Global Retailing Conference in New York on Wednesday.

“We are making a full-court press in selling higher full-price than we have done in the past,” he said. “The Levi’s consumer largely earns $100,000 or more. And that consumer we are seeing is generally resilient.”

Aritzia’s finance chief echoed this view, noting that there had been minimal impact on U.S. customer spending since

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